The food delivery market in Greece has been growing steadily in recent years, driven by changing consumer preferences and the rise of digital technology.
Customer preferences: Greek consumers have traditionally enjoyed dining out and socializing over meals, but the COVID-19 pandemic has led to a shift towards home delivery. Many consumers are now opting for the convenience and safety of having food delivered to their doorstep. Additionally, the younger generation in Greece is more tech-savvy and is increasingly using digital platforms for ordering food.
Trends in the market: The food delivery market in Greece is highly competitive, with both local and international players vying for market share. One trend that has emerged is the increasing popularity of healthy and organic food options. Consumers are becoming more health-conscious and are willing to pay a premium for food that is both nutritious and sustainable. Another trend is the rise of cloud kitchens, which are delivery-only restaurants that operate out of shared kitchen spaces. Cloud kitchens allow restaurants to expand their delivery reach without the high overhead costs of a traditional brick-and-mortar establishment.
Local special circumstances: Greece has a rich culinary heritage, with a diverse range of regional cuisines. Greek food is known for its fresh ingredients, bold flavors, and healthy Mediterranean diet. However, the Greek food delivery market faces some unique challenges, such as the country's geography and infrastructure. Greece has many small islands and remote areas that are difficult to access, making delivery logistics more challenging. Additionally, the Greek economy has been struggling in recent years, which has led to lower consumer spending and increased price sensitivity.
Underlying macroeconomic factors: The Greek economy has been slowly recovering from a decade-long debt crisis, but the COVID-19 pandemic has dealt a severe blow to the country's tourism industry. Tourism accounts for a significant portion of Greece's GDP, and the decline in tourist arrivals has had a ripple effect on the food delivery market. However, the Greek government has implemented measures to support small businesses and stimulate economic growth, which could help boost the food delivery market in the long term. Additionally, Greece's membership in the European Union provides access to a large market and investment opportunities.
Data coverage:
The data encompasses B2C enterprises. Figures are based on Gross Merchandise Value (GMV) and represent what consumers pay for these products and services. The user metrics show the number of customers who have made at least one online purchase within the past 12 months.Modeling approach / Market size:
Market sizes are determined through a bottom-up approach, building on predefined factors for each market. As a basis for evaluating markets, we use annual financial reports of the market-leading companies, third-party studies and reports, as well as survey results from our primary research (e.g., the Statista Global Consumer Survey). In addition, we use relevant key market indicators and data from country-specific associations, such as GDP, GDP per capita, and internet connection speed. This data helps us estimate the market size for each country individually.Forecasts:
In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the relevant market. For example, the S-curve function and exponential trend smoothing. The main drivers are internet users, urban population, usage of key players, and attitudes toward online services.Additional notes:
The market is updated twice a year in case market dynamics change. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. GCS data is reweighted for representativeness.
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